Geoff Alexander joined Lettuce Entertain You Enterprises (LEYE) in 1993, and after working on multiple concepts within LEYE’s portfolio, Alexander took over LEYE’s three unit Wow Bao concept in 2009.
Being a pioneer in technology and social media, Alexander implemented mobile ordering, self-ordering kiosks, bicycle delivery, nationwide shipping, and made Wow Bao one of the first Chicago brick & mortar restaurants to take to the streets with its BAO-Mobile Food Truck.
Alexander has overseen Wow Bao’s inclusion into airports, NFL/MLB/NHL/NBA stadiums, university campuses, music venues, and more than 300 grocers sell Wow Bao’s frozen retail line.
In 2017 Alexander changed the landscape for fast casual dining by introducing Wow Bao 2.0 – a fully tech enabled front of the house environment, where guests order via an iOS or Android device, and pick up their food from an animated personalized cubby.
Shortly after being named to both Nation’s Restaurant News Power List (2020) and Most Influential Restaurant CEOs in the country (2021), Alexander evolved the restaurant industry once again by creating Wow Bao Now; launching 500 Wow Bao Dark / Virtual Kitchens in more than 400 cities in less than 18 months. This new extension of the business is not only allowing Wow Bao to grow its national footprint, Wow Bao is also helping restaurant operators across the nation grow top line sales and increase bottom line profits.